While Intel announced its mobile processor 11th generation “Tiger Lake” and refreshed (timidly) its logo, the world number for semiconductors also gave a trade name to its ” Project Athena ”, Which became the EVO platform. Under this short, easy-to-remember name hides a horde of specifications that hold promise for technology.
With one goal for Intel: to ensure that consumers – who often do not know which processor is in their machine – directly seek to equip themselves with a PC stamped “EVO”.
What EVO promises
If the name of the “Project Athena” program continues for builders and their subcontractors – an Intel-sponsored component and platform specification validation chain – EVO is taking over for the general public.
EVO brings together under its banner a list of (firm) promises for consumers such as instant waking up, mandatory charging in USB C, Wi-Fi 6 and Thunderbolt 4, the touch screen at least Full HD and strictly understood in 12 and 15 inches, a thickness of 15 mm maximum and an internal design without fan, a front camera at least in 720p30, etc. As well as a minimum platform of 256 GB of SSD, 8 GB of RAM and in Core i5 – no PC in Core i3 can therefore be stamped EVO – and components (microphones, screens, etc.) making it possible to take advantage of the capacities AI from the Intel platform (for example to turn on the screen again when the legitimate user approaches their PC, etc.).
By relying on its Project Athena, Intel has framed the EVO mention enough for this badge to “reassure” consumers who will be sure to buy a “modern” laptop. A strategy reminiscent of Intel’s past success …
EVO is the new Centrino
Back in 2003: Back in the day, Intel’s Pentium 4 suffered from AMD’s Athlon in desktop PCs (desktop). But Intel Israel will give a facelift to the “old” Pentium III architecture to give birth to a thrifty and powerful mobile processor, the Pentium M.
At the same time, Intel engineers are delivering a generation of Wi-Fi chips. The devils of the marketing department of the American giant will find a flagship name for a platform: “Centrino.” It will be promoted around the world with a huge promotional budget of $ 300 million.
The Centrino logo will flourish everywhere and it is the start of the laptop PC. And Intel’s stranglehold on this market. It is indeed only at the beginning of 2020 with his generation Ryzen 4000 Mobile than AMD was able to present a portable platform truly capable of competing with Intel, 17 years later. Intel just responded with its 11th generation of Core to try to remember who is the master.
” Comparison with Centrino is a good way to think about EVO Josh Newman, Intel VP of the mobile division, told 01net.com. ” VSAs in the Centrino days, a lot of technologies have combined well. It is less a historic breakthrough than the concomitant arrival of the Xe graphics chip, of the SuperFin process (or Thunderbolt 4, ndr) against a background of Project Athena. The result is a platform called EVO which focuses not only on pure performance, but above all on the real uses of users. He continues. Promising that Intel will ” pushy on communication around these uses and what EVO brings “.
Unlike the extended name “Project Athena” which only ringed the ears of specialists and industrial partners, Intel has a name that is easy to promote here. This can change a lot of things when it comes time to checkout.
A good name = trade war weapon
There are many kinds of marketing. If we feel a (shameful) joy in flushing out smoky campaigns and claims – that’s one of the little pleasures of journalists – we also have to recognize when marketing has a beneficial effect. We could discuss at leisure the innovative character (blah) of the name EVO. As imperfect the name as it is, we have sufficiently questioned and rocked Intel for the past 18 months to find out what the final name would be and the final specs for the platform, so we don’t end up spitting on it. The term is easy to pronounce, the logo easily identifiable, the promises valid.
In light of EVO’s promises, the logo becomes a guarantee for anyone to buy a laptop PC that meets all the promises of the advertisements: endurance, finesse, ergonomics, equipment. For the general public, this level of purchase assurance is important. The flip side is that by focusing on EVO, the consumer can never compare with the competition. This de facto ousts AMD, which nevertheless offers a competitive mobile platform for the first time.
And that’s Intel’s goal: to make EVO a badge to silently oust its opponent. When we told you that marketing could be subtle!